What is SEM? Search Engine Marketing Complete Guide 2019

What is SEM? Search Engine Marketing Complete Guide 2019

What is SEM? Search Engine Marketing Complete Guide 2019. Hello Guys Welcome to another fresh article today we are gonna talk about What is SEM? Search Engine Marketing. Search Engine Marketing (SEM) is a blanket term used to describe a variety of online advertising efforts. Like SEO, it is used to attract users to your site who will find your offerings valuable to them. When people think of Search Engine Marketing, they usually only think of the ads that are placed at the top and to the right of search engine results in search engines like Google and Bing.

However, the term is also commonly used to refer to paid advertising on social platforms like Facebook, YouTube, Google+ and Pinterest; on many websites; in many apps and throughout the digital world. This type of online marketing is also commonly referred to as Pay-Per-Click (PPC) advertising because you generally pay a certain amount each time somebody clicks on your ad, although there are also options for paying per thousand impressions on many online ad platforms.

What is the Differences Between SEO & SEM

Let’s start with some key differences between SEO and SEM. As we discussed above, SEO is used to get your website to rank in the regular search engine results, commonly called organic search results in the digital marketing industry. Conversely, SEM is paying to place your ads with your website information in specific locations, including above or next to search engine results.

Both the organic and the paid sides of search results can be highly competitive, but they offer very different value propositions. For example, while SEO tends to be highly effective in the long term, it can take 6 to 12 months — or even more depending on competition levels — to see consistent results from your SEO efforts. You also must continue to optimize and refresh your online presence in order to maintain rankings. With SEM, on the other hand, you can see placement of your listing almost immediately but maintaining that placement requires upkeep and a constant infusion of money.

SEM is to think of it like losing weight via diet and exercise or via plastic surgery. SEO, like losing weight through diet and exercise, takes time to be effective, requires constant attention to details, and still requires work to maintain once the desired results have been achieved. SEM is more like using liposuction to take the pounds off. The results are fast and dramatic, but require money and constant upkeep in order to be maintained.

What is SEM? Search Engine Marketing Complete Guide 2019

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Key Components of SEM

SEM is a simple idea that can have complex implementation. While we don’t have the time to delve into all of the specifics of SEM implementation, let’s look at some of the key components that can make your paid online marketing efforts a success.

Cohesive Campaigns

When you work in SEM, as in traditional advertising, you work in campaigns. A campaign is simply a series of ads that share a common theme and are designed to work together. In SEM, you create your ad campaigns to target specific, relevant keywords. The most effective campaigns are cohesive; they tie everything — your keywords, your ad groups, etc. — together so that you aren’t putting out conflicting messages with your ads.

Relevant Ad Placement

What is SEM? Search Engine Marketing Complete Guide 2019

Another way to make sure that your ads are as successful as possible is to make sure that your ad is relevant to where it is being placed. Going back to our event analogy, placing fliers for a golf tournament in a sporting goods shop is likely to yield better results than placing them in a sewing machine store. Of course, you want people to click on your ads. But, ultimately, you want people to see and click on your ad who are interested in your solution. What you have to understand is that it doesn’t matter how many people see your ad if the people who see your ad aren’t interested in what you have to offer.

The best ad placements are contextual to what the person seeing the ad is doing, seeing or reading at that time. Think of the last time you were late getting to the theater. You probably didn’t miss the beginning of your movie, but you may have missed some of the previews. Were you disappointed at missing the previews? If not, do you know someone who would be? The answer is probably yes. However, the question that arises is, why? Why would somebody be disappointed when they miss movie trailers? After all, they’re just ads.

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What is SEM? Search Engine Marketing Complete Guide 2019

The answer may surprise you. Most people don’t like to miss the previews before a movie because they actually want to be advertised to under these circumstances. The ads are contextual to what they are doing and it actually adds to the experience instead of detracting from it. Contextual advertising — advertising goods or services that are related to what somebody is doing, seeing or reading — has been shown to be highly effective. Because of this, context and relevance are the key to success in online advertising.

Understanding Ad Rank and Ad Position When working with paid search platforms like Google AdWords or Bing Ads, your ad position refers to where your ad falls among the ads placed around specific search results. In a traditional advertising auction, the person who is willing to pay the most gets the best placement. That’s not necessarily true in ad placement bidding for search engines.

Google Ad Rank and other search engines’ ranking determinations actually involve a combination of different factors. Remember, search engines are trying to give the best and most relevant information they can to their users so that those users will return and use their services again. That’s why most search engines use custom algorithms to determine ad placement based on factors like bid and relevance. And on most Pay-Per-Click ad platforms, including Google AdWords, you only pay when your ad is clicked on.

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Google Ad Rank:

Let’s take a closer look at how Google Ad Rank is determined to illustrate how ad position is determined. Hal Varian, Google’s Chief Economist, says that they use a variation of what’s called a second price auction for ad placement. In a second price advertising auction, the advertiser doesn’t have to pay their full bid, they only have to pay enough to beat the next highest bidder below them. Your ad placement through Google AdWords takes into account more than your maximum bid because they want to show highly relevant ads to their users.

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Rafsan Ifran

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